I recently caught an episode of “60 Minutes” during which they shared the tricks of the trade by some of the most revered journalists ever, most of them now passed. As you may know, “60 Minutes” has been celebrating its 50th anniversary this year, which makes it the longest running broadcast program ever.
When the show first aired in 1967, the formula for a “60 Minutes” segment was simple: keep it timely, keep it relevant and never be dull. That same formula is as relevant today, and should be used by marketing communications professionals in developing stories and pitches for the media. It doesn’t matter if your story idea is for print, TV, radio or online – your media pitch needs to include all of those elements, and it needs to be visual, as even a good radio story can be shared online.
In the segment, they shared their rules for conducting a “60 Minutes” interview, and these are recommendations for how to prepare for them:
Millennials want companies to pay attention to how they are marketing and do so in a social responsible way.
Millennials just might be the key to driving socially responsible marketing practices. They want the companies they patronize to practice business sustainably and ethically. Not only that, they want companies to pay attention to how they are marketing and do so in a socially responsible way. Why should we listen? Because by 2030 millennials will outnumber boomers by 22 million per a Pew Research Center report.
Here’s a few more stats to consider from Nielson’s Global Corporate Sustainability Report published in 2015:
The rise of influencer marketing has been a boon for big brands with corresponding large budgets but it has left small businesses struggling to figure out the best way to utilize the tactic and accurately measure success.
A recent study showed that 38 percent of marketers are unable to tell whether influencer activity actually drove sales, and 86 percent are unsure how to effectively and fairly pay the influencers.
Advertising on Reddit has been available for quite a while but horror stories from brands that tried to engage on the platform with out taking into account it’s unique structure andcommunities have served as warnings to marketers that weren’t building campaigns that “fit” with users of the platform.
The platform has over 330 million people engaging on the site each month and has become big enough that it can no longer be ignored. In the past few months, Reddit has made a number of changes that make it a viable digital advertising option. More so then nearly any other digital option out there, a Reddit campaign has to be built to be something that Redditors will embrace.
We are excited to announce that our GroundFloor Media (GFM) and CenterTable family continues to grow thanks to the recent addition of Clare Frey.
Frey joins the CenterTable team as director of digital strategy. Prior to joining CenterTable, Frey’s experience included working as a web content manager for the University of Colorado, communications manager for Techstars and marketing communications manager at Inspirato. Prior to that, she contracted with various publishing companies. She is an excellent writer and has a deep understanding of how thoughtful social media and digital content can connect people to brands, and have a positive impact for both.
Originally from Poncha Springs, CO, Frey earned her bachelor’s degree in English from Fort Lewis College in Durango. After getting to know a few GFM team members over the years and stumbling upon CenterTable’s website last year, she has been eager to join our team.
In her spare time, Clare enjoys spending time with her husband and dachshund named Boris. She has a passion for animals and donates much of her time and money to animal welfare organizations and shelters. Colorado Horse Rescue is especially close to her heart. She is a self-proclaimed book-worm and is a huge fan of the mountains and getting outside. Clare’s favorite ice cream is pistachio and she can’t go a day without talking to her brother.
Her favorite quote is, “Ever since happiness heard your name, it has been running through the streets trying to find you.” – Hafiz of Persia
We are incredibly excited to welcome Clare to the GFM and CenterTable family. Her experience
across a variety of industries will be a great asset to our clients as we continue to create meaningful, creative and integrated marketing communications campaigns.
Simply look up at the night sky to see Pantone’s 2018 “Color of the Year.” Ultra Violet is a bold, blue-based purple that evokes the vastness of the cosmos. Pantone calls it, “A dramatically provocative and thoughtful purple shade [that] communicates originality, ingenuity, and visionary thinking that points us toward the future.”
According to Pantone, purples have been historically symbolic of unconventionality and artistic expression, calling to mind icons like Prince, David Bowie and Jimi Hendrix. Emotionally, Ultra Violet inspires individuals to explore their unique position in the world and evolve creatively. Ultra Violet is also symbolic of mindfulness and spiritual growth.
Perhaps Pantone’s decision for 2018 “Color of the Year” forecasts that we can expect technological advancements and a collective spiritual awakening in the coming year. At the very least, it can serve as a reminder to look up at the stars and recognize that all of us are so very small in relation to this vast universe we call home.
Social networks are constantly trying to attract new users and retain existing ones, but this week revealed the lengths that they’re willing to go to grow. Facebook is trying to hook users before they can legally create an account. Meanwhile, marketers are finding huge success on Instagram, and new features are about to help audiences share more content within the app. Finally, Twitter is looking to expand into developing countries by making itself available in 24 new countries.
The old saying in journalism that “if your mother says she loves you, check it out” rang true recently with reporters at the Washington Post.
A source claiming to have had personal information about inappropriate relations with US Senate candidate Roy Moore was uncovered to be tied to an advocacy organization that attempted to trick the Post to report false allegations. If successful, it would have shown that the media failed to adequately check out its sources in a rush to print salacious information.
The sting failed, and is being held up as an example of journalists upholding the basic principles of their profession, namely, reporting the truth.
“The intent by Project Veritas clearly was to publicize the conversation if we fell for the trap,” Post Executive Editor Martin Baron said about the sting. “Because of our customary journalistic rigor, we weren’t fooled.”
This latest “undercover investigation” is a good reminder for clients to be aware that anything they say may become a matter of public record, regardless of the circumstances. Think you are talking to an interested student or a job candidate? Think again, they might be undercover and looking to catch you saying something that can further a cause.
It’s scary and unfortunate, but a good rule of thumb is to remember that private conversations are no longer private, and don’t share information that you wouldn’t put in a press release.
In terms of fake reporters, we created this video with tips to help from getting duped:
You’re smart, strategic and you know you want to start making more data-driven decisions. If you’re just getting started, you may notice that there are many nuances involved in making data-driven decisions. If you don’t pay attention to these nuances, it’s possible for you to interpret the data as saying something it isn’t. The nuance we’re focused on today that will lead you in the direction of more accurate data-driven decisions is an N.
If there is only one, N doesn’t stand for nice
What is an N? You ask. It’s really just a fancy way of saying the number of examples you have. Whether it’s the number of patients in a clinical trial or the number of times you’ve tried posting a social media post.
Remember this phrase. “An N of one is not a representative sample.” You say this when someone talks about a single time something happened as justification for not doing it again. If you want to be nicer, more focused on a solution and less esoteric, go with something like, “That’s fascinating! Let’s do some more experimenting with that,” instead of, “An N of one is not a representative sample.” Although, if they’re talking about that one time they did something that got HR called, this isn’t the phrase to use. If they’re talking about how one time they posted a Facebook post on a Tuesday and it received zero likes when all the posts they put up on Wednesday received ten likes, that’s the time to say, “an N of one is not a representative sample.” What exactly does that phrase mean? It means that if something happens just one time, it could very easily be a fluke. Maybe everyone’s internet happened to be out, or they were all out looking at the eclipse on that Tuesday.
How many N’s do you need?
You’ve convinced the others in your meeting to do some more experimenting, but how many N’s constitute a representative sample? It depends on the situation, but 35 is a great goal. In some situations, five to ten examples can really start to tell you something.
There are many more nuances beyond the N that are important to understand about data. While you can and should rely on analytics experts to tell you some of this, having familiarity with the basic principles of data-driven decision making will allow you to make more informed decisions and ask deeper questions when you see a data dashboard. Ideally, this will lead you to more informed decisions that can lead to better outcomes.
You might not know his name, but you undoubtedly know his work. Ivan Chermayeff and his New York-based design firm are behind some of the most iconic logos in America. Chermayeff’s impact on the design community is evidenced by his portfolio, which includes illustrations, posters and sculptural installations, as well as the logos for Harper Collins, The Smithsonian Institution and Showtime.
His modern designs were among the first to use abstraction to express corporate identity. In Chermayeff’s opinion, a logo should be clean, crisp and easily comprehensible. In a 2015 interview at the University of Texas, Chermayeff explained, “It is usually a two-month process to get to that point, but it should look like it took five minutes.”
Chermayeff passed away earlier this week at the age of 85, but his timeless designs have cemented his legacy as one of the most important graphic artists of the 20th century.